Consumer A is what you would call a practical consumer. She likes to buy new tec

Question

Consumer A is what you would call a practical consumer. She likes to buy new technologies, but they are not a matter of life or death for her. Assume that she is not familiar at all with the traits, technology or advantages of air conditioners. Also, assume that she likes to spend a lot of time making decisions.

Consumer B is an innovator. She loves to read about new technologies, she is obsessed with new technologies and does not like to be the last to buy new products. Assume that she is very familiar with the traits, technology, and advantages of air conditioners. Also, assume that she does not like to spend a lot of time thinking about her decisions.

Describe the steps these two consumers take from need recognition for determination of satisfaction in the process of buying a personal/portable air conditioner. To do this, you need to discuss the following topics:

Problem recognition of consumer A and B. (Don’t forget to add ideal/actual state issues)

Information search of consumer A and B. (Internal and external)

Explain carefully which decision-making model would be used by each consumer (Explain both models with clear variables, assessments, etc.). i. NOTE: You need to include at least one full compensatory model

Describe thoroughly the disconfirmation paradigm for each consumer.

Explanation / Answer

Answer: -

Problem Recognition: -

Information Search: -

Decision Making Model: -

Disconfirmation Paradigm: -

Consumer-A has not made informed decision, hence there is possibility of shortfall in service performance or expectancy causing displeasure. Though consumer has spent lot of time making a choice but it is retrospective decision making.

Consumer-B has made informed decision by rational decision-making choice, hence there is possibility of exceeding in product service performance or expectancy resulting in pleasure.

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